Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/206418
FEATURE STORY • Don't divulge proprietary company information. Leaking confidential information may not upset your network, but it will upset the boss. Keep your job safe, and remember that what is common knowledge to you, could be big news to a lot of other people — including your competitors. If you have any doubt, it's a good indication that you should check with the boss first. Step #2: Protecting your hard-earned online reputation Negative reviews are bound to happen, but don't let a social media blunder spiral into a public relations catastrophe. The absence of a response is a sign of guilt. Worse yet, the wrong type of response could become a public relations nightmare. Here are six things you can do to minimize negative reviews: 1. It's not you, it's them. Receiving a negative review is really frustrating and oftentimes very personal.Your first instinct may be to give the reviewer a piece of your mind. Don't do it! Step away from the keyboard, get a cup of coffee, and calm down. No one likes to be on the receiving end of a negative review. However, even if the reviewer is wrong, you can't bad mouth, yell, or curse at them. If you're solution-oriented, things will calm down soon enough. And sometimes, your community will come to your defense. 2. Do not delete the post. Show the quality and professionalism of your dealership by addressing the problem. Admit your faults, fix them, and carry on. 3. Man up. Respond to the reviewer just as you would if they were standing right in front of you. When you respond to negative reviews, try to find a solution to better serve that customer. Reach out to them by providing your direct line or email address. Ask for more details and invite them to have a conversation offline about their experience. Take the time to understand their point of view, so you can get to the bottom of the issue. 4. Say something. Whether you receive a negative or positive review, post a public response. The lack of a response to a negative review conveys to readers you're not engaged online, and, as a result, the review will hold more merit in the user's mind. Always respond to a negative review with a positive statement such as "We pride ourselves in 100-percent customer satisfaction; we have contacted this reviewer to address their experience at our dealership." 5. Some people are just unhappy. Know that no matter what you've done to try to rectify a situation, a negative review may be the unfortunate result if you just cannot make that customer happy. It will happen. Apologize, express regret, learn something from it, and move on. 6. Ask your best customers for reviews. Diminish the impact of negative reviews by adding legitimate positive reviews. In our busy world, happy customers forget to take the time to share their experience, yet most of them will happily do so if you simply ask. Some dealers offer customers an incentive to post a review, which is another proactive strategy to consider. Following these strategies will help you maintain a healthy reputation, and you'll rest easy knowing your newly managed social media reputation is intact. If, however, what you just read makes you want to go hide in the closet, there are many online media agencies, which specialize in social media strategy and management that can help you develop your branding. OPE Brad Smith is ARI's Director of Product. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers "Sell More Stuff!" — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV automotive tire , and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website (www.arinet.com) and eCatalog platforms to "Sell More Stuff!" Smith holds an MBA from the University of Wisconsin and is an Operation Iraqi Freedom veteran. 22 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com